CHANGE THE REF
Demand: an exhibition about creativity and unconventional action against gun violence
CHANGE THE REF
Demand: an exhibition about creativity and unconventional action against gun violence
ACTIONS
Creative strategy, Concepting & creative direction, Local Execution, Event Planning and Media distribution.
This exhibition amplifies the fearless activism of Change The Ref (CTR), where grief becomes a rallying cry. Founded by Manuel and Patricia Oliver after the loss of their son Joaquin in the Parkland shooting, CTR wields creativity as protest, exposing the toll of gun violence and awakening a new generation to lead the fight for change.
The Goal
To support Manuel Oliver’s play “Guac” at Woolly Mammoth Theatre in Washington, D.C., by creating an on-site exhibition showcasing CTR’s most impactful art, education, and activism campaigns from the past seven years—keeping the fight to end gun violence at the forefront.
The Insight
In a country numbed by headlines and statistics, this exhibition dares to carve out a space, a Espacio, where grief becomes an act of creation and remembrance takes on the weight of revolution. It invites us to step, quietly and deliberately, into the very footsteps of those who can no longer walk among us.
Here, the ordinary becomes unavoidable: a classroom desk, a pair of headphones, the faint echo of a final breath held too long. This is not spectacle; it is survival through story. It is Manuel and Patricia Oliver turning unimaginable loss into a living, breathing canvas, one that demands not just to be seen, but to be carried forward.
"I think often times we hear about statistics, but hearing it from, like, one story of that statistic — I think is very powerful."
Attendee of the exhibition
The Execution
Espacio partnered with Change the Ref to bring DEMAND to life, leading the design, curation, and execution of all artworks, campaigns and installations. The goal was to translate activism into an immersive experience, using art, spatial storytelling, and interactive moments to engage visitors on a deeply personal level.
The development and execution of the DEMAND exhibition was made possible through the close collaboration between Espacio and Change The Ref, with Espacio leading the exhibit design and curation of all artworks and installations. We showcased creative campaigns from some of the top agencies in the world — ALMA DDB, MullenLowe, McCann Health, Leo Burnett, Energy BBDO, Klick Health — as well as the work of renowned independent artists including Dan Crumrine, Sean Leonard, Charles Mulford, and Shepard Fairey.
Working closely with Woolly Mammoth Theatre, Espacio adapted the exhibition to the venue’s architecture, overseeing large-format graphics, projections, and environmental signage to seamlessly integrate multimedia storytelling. The team managed technical production, installation logistics, and visitor flow, ensuring that every interaction within the space was both impactful and organic.
The result was an exhibition that not only honored Joaquín’s legacy but forced visitors to confront the cost of inaction and to become part of the movement for change.
"We take emotion. Turn that into an idea.
Turn the idea into action."
Winston Peraza, Creative Director of Espacio
